MARKETING & SALES STRATEGY OF XUV500

Undertaken it
APR Automobiles Pvt. Ltd.

1
 DECLARATION

All the above given information and data contained in the project report has been obtained by
obtained by studying the policies and documents and from the employees of Mahindra &
Mahindra Limited and also by searching through internet and books which provided in depth
knowledge about the topic undertaken.

I also declare that all the data presented is true to the best of my knowledge which is fully and
specially acknowledge.

2
 ACKNOWLEDGEMENT

The writing of an acknowledgment to an esteemed Organization APR Automobile Private

Limited by me is to consecrate my efforts considering the homely atmosphere, the due
Moral support of my seniors affection of all with whom.

Once again, I would like to thank all the staff members and my friends who during the course
of my summer training helped me with my learning objectives.

I hope that I have been successful in my endeavour. Discrepancies mistakes, if any, are solely
mine.

3
 PREFACE

Theoretical knowledge devoid of its practical application is hardly of any significance. The
summer Inter ship which makes the students familiar with the demand professional setup is
fertile for MBA (3rd Semester). This help to know the fluctuation of job student applying their
theoretical skill in practice in this tarns sharpen their skill be it through sales & marketing,
etc. this warrants the student Concept and Proper skill laminated with a proper experience to
extract the desired result.

The project report on sales strategies of personal segment by Mahindra & Mahindra. Ltd is
a part of my academic activity of MBA degree course. I have done my summer internship
project with

I transparently feel that I have been Successfully of presenting my report through every step
has been taken to ensure perfection in every sector yet vulnerability to mistakes are likely to
be seen for which I tender my sincere apologies.

The project report covers the various activities involved from sales promotion to sales. It is
accompanied with the number of formats product line, sales promotional activities with the
help of charts and flow diagrams which helpful in understanding the subject matter.

4
 EXECUTIVE SUMMARY

The report is the out came of 4 weeks of exhaustive training at the APR Automobile Pvt. Ltd
(authorized dealer of Mahindra & Mahindra Ltd.) the foundation idea for this work rooted in
the intent to work on the criteria of assessing a Company s sales strategy before approaching
customers as it includes all practical application of sales strategy and analysis of different
product of Mahindra like XUV500, XYLO, VERITO etc. and many others and to gain all
particularly knowledge in the development of different product.

For preparing the project report , also did customer dealing and contact financial executive to
gather the necessary information for the financing the XUV500.the blend of learning and
knowledge acquired during my practical studies at the company were also done which gave
exposure related to the organization and different competitors of Mahindra like Tata Moters ,
Chevorlet ,Hyundai etc

The rational behind preparing the project report is to study the sales strategy history and
development of XUV500 and to understand the role of sales man .The project report starts
with the Introduction and history of Mahindra Ltd., basic sales concepts of segmentation
and product life cycle.

5
 TABLE OF CONTENTS

Sr. No Contents Page No

Acknowledgement
PREFACE 04
EXECUTIVE SUMMARY 05
HISTORY 09
ORGANIZATIONAL STRUCTURE 10
INTRODUCTION 11-15
01. I .Organization Profile
II. History of Auto motive sector
III. Mahindra& Mahindra Purpose and
Valuable.
02. Organizational Head APR Automobiles P. 16-17
Ltd.
03. Product Portfolio 18-23
04. Market & Sales Strategies 24-29
05. Objectives of the Study 30
06. Limitations of the Study 31
07. Research Methodology 32-34
08. Dealer Network in Bihar 35
09. Prospect Generation 36-38
10. SWOT Analysis 39-41
11. Data Analysis & Interpretation 42-45
12. Learnings 46
13. Conclusion & Recommendations 47
14. Bibliography 48
15. Annexure Questionnaire 49
16. Annexure Forms 50-52
17. Photos Pictures 53-62

6
7
 HISTORY
A.P.R. AUTOMOBILES PVT. LTD.

A.P.R. was established in Sep 2011. It is situated just near Gaya Airport,

on the way of Gaya, Dobhi Road. It is 10 KM away from Gaya City.

8
In A.P.R. more than 200 employee is working, it has complete set up.

Sales, service and back office A.P.R. has a grateful show room, with

many outlets. Commercial outlet at Gaya Nagmatia Road, one Show

Room at Mawadah, 2nd at Jamui, 3rd out as Lakhisarai.

Around 300 vehicle, are saving every month.

Now A.P.R. is just like a rising sun.

9
 ORGANIZATIONAL STRUCTURE

M.D.

G.M.

S.M.

T.L. T.L. E.E.

Scorpio Bolero XUV500

S.S.C. F.S.C S.S.C. F.S.C. S.S.C.

F.C.S.

Sales Service

10
 INTRODUCTION

MAHINDRA AND MAHINDRA (AUTOMOTIVE SECTOR)

HISTORY

Mahindra and an independent India began their rise together in

1945. Two enterprising brothers named J.C Mahindra and K.C
Mahindra joined force with Ghulam Mohammed and Stored Mahindra
Mohammed as a steel company in Mumbai. Two years later, India
won its independence Ghulam Mohammed left the company to
become Pakistan first finance minister and the Mahindra brothers
ignited the companys enduring growth with their decision to
manufacture Willvs JEEP in Mumbai. The companys new name-
Mahindra & Mahindra of Corse.

The Mahindra brother believed that new modes of transportation

could be a key to Indias prosperity so one of their first goals was to
build rugged .simple vehicles capable of tacking the Indian terrain.
Early pioneers of globalization. The brothers collaborated with a
wide range of International companies and before long, Mahindras
reach extended to steel tractors, telecom and more.

Now, after 65 years Mahindra has grown from a humble local out-fit
to a US$15.9 billions corporation employing more than 155,000
people around the world . its been Quite an adventure so for and

11
we are proud of our global leadership in utility vehicles, tractors
and Information technology ,as well as our significant presence in
financial services , leisure & hospitality , engineering, trade and
logistics as we accelerate in to the 21 st century we will continue to
pursue innovative ideas that enable people to rise we come a long
way , but the Journey has just begun.

MR. JAGDISH CHANDRA MAHINDRA

Jagdish Chandra Mahindra was born circa 1892 in Ludhiana, Punjab

. The eldest of nine children the loss of his father at an early age
placed the responsibility for the family on his shoulders. He
believed strongly in the power of education and ensured that all his
brothers and sisters studied hard.

J C received his degree from Veer Mata Jiiabai Technological

Institute (VJTI) Mumbai, one of India Premier engineering and
technical institutes. He sent his brother KC to Cambridge the
brother were very close and the love and trust between them was
extraordinary.

J C started out his career with Tata steel. Serving as the senior sales
manager from 1929 to 1940. When the steel industry become

12
critical during world war all the Government of India appointed him
as the first steel cent roller of India.

As Independence approached J C was prescient about the

opportunities that Indian entrepreneurs would have to contribute to
the growth of the new born nation . His vision and ambition led him
to start Mahindra to grow to the Size Scope and impact it has
reached today.

J C did tragically of attack in 1951.

MR. KAILASH CHANDRA MAHINDRA

Kailash Chandra Mahindra was born in 1894 in Ludhiana, Punjab .

The second of nine children .when their father died at an early
age ,his older brother J C Stepped in to the role of head of the family
K C s deep lifelong friendship with J C was remarkable.

K C studied at government college , Lahore . where he showed early

promise of a brilliant scholastic career . continuing his studies at
Cambridge .UK he earned Honors played hockey and took a keen
interest in rowing.

When K C graduated from Cambridge , Mr. Sachinanda Sinha voice-

chancellor of Patna university introduced him to Mr. R N Mukherjee.
Senior partner of Messrs. Martin and company . He Quickly rose
through the company editing the monthly magazine India and Very-
fi the Hindustan Review.

13
In 1942 K C was appointed head of the Indian purchasing mission in
the united states. Returning to India in 1945. He was appointed the
chairman of the Indian coal fields committee of the Government of
India and also of the Automobile and tractor panel . his
contributions to developing strategic coal policies and applying the
latest methods of coal mining in India helped shape the industry
and his coal commission report become a seminal document in the
industry . during these years he also wrote a biography called Sri
Rajendranath Mookerjee .A Personal study in 1946 . K C moved to
Bombay with his brother J C to found Mahindra & Mahindra under
his 13-years leadership as a chairman. Mahindra & Mahindra
established it self as a major Indian industrial house in several
sectors . he also served as a Director of RBI, Air India and
Hindustan steel and Chairman of Indian Aluminium Company. K C
died in 1963.

MR. ANAND MAHINDRA

Anand Mahindra joined the company in 1981 as a Executive

Assistant to the finance Director for Mahindra again steel co. He
became vice chairman in 2003 . he was appointed to the position of
chairman in 2012. He is a member of various committees and

14
organizations and has been presented with numerous awards over
the years . He is Keenly interested in Educations and has shared his
views in Numbers business Magazines.

A P R Automobile Pvt. Ltd.

(Authorized Dealer of Mahindra & Mahindra)

Gaya-Dobhi Road Gaya

APR Automobile Pvt. Ltd is the Authorized dealer of Mahindra &

Mahindra commercial vehicle .it was started on 1st October 2011.
The firm is founded by Mr Avinash kumar singh and Mr Anurag
kumar singh . the firm name is APR and A indicates his fathers
name Angeshwar . P indicates his mothers name Parwati and

15
R indicate his maternal grand fathers name Ramanugrah. This
is the second dealer of Mahindra commercial vehicle in the Magadh
region.

The area head office of Mahindra & Mahindra Automobiles is

situated at Patna.

But, APR Automobiles Pvt Ltd Dealer is situated at opp, D.A.V Public
school, Gaya-Dobhi road ,Gaya .

Showroom and its workshop is situated at Gaya-Dobhi Road, (opp-

D.A.V Public School) Gaya, Bihar Foundation was laid town in the
month of 17th Sept 2011. Just Near the Gaya Airport, on Gaya Dobhi
road , 10 KM away from Gaya city.

He has a excellent infra structure in the show room .and APR

sealing good number of Vehicle every months and he is increasing
day by day .he has come-forte infra structure their sales , service
and back office. It has also one more outlet at Navada and very
shortly they are going start new outlet at Jammui and Lakhisarai .

In APR Automobile more than 200* worker worked hare .

Sales:-45* , Service :-130* And Back office& etc:-25*

Now , APR Automobile is Just Super showroom in Bihar.

16
 ORGANIZATIONAL HEAD
IN

APR Auto Mobiles PVT LTD

(Authorized Dealer of Mahindra &Mahindra)

MANAGING DIRECTOR

GENERAL MANAGER

SALES MANAGER SERVICE MANAGER ACCOUNTS MANAGER

EXCHINGMANAGER

PERSONAL SEGMENT RELATIONSHIP(RM) ASST.A/C MANAGER

SERVUCE ADVISOR

COOERCIAL SEGMENT SPARE PARTS MANAGER ASST A/C MANAGER

SERVICE SUPERVISOR

BODYSHOP MANAGER CASHIRE

INGENIOUS CUSTOMER RELATION EXC.

SALES MANAGER SALES MANAGER

PERSONAL SEGMENT COMMERCIAL SEGMENT

6TEAM LEADER TEAM LEADER TEAM

LEADER

6 SSC PASSENGER
LOAD

6 FSC SSC
SSC

17
 FSC
FSC

F.S.C (FIELD SALES CONSELTENT)

To Generate Enquiry From Field.

Motivate the coustomer.

Finally sale the product.

S.S.C (SHOWROOM SALES CONSELTENT)

To Greet the customer in the showroom.

Give Information about the product.

Overall S,S.C also F.S.C. different only F.S.C work in field and
S.S.C work in showroom.

I.C.R.E (INGENIOUS CUSTOMER RELATION EXC..)

Work as a Tele-Caller.

3rd day and 30th day call to the customer for collect the
information about the condition of the vehicle.

To Wish the customer or their anniversary and birthday.

18
 PRODUCT PORTFOLIO
MAHINDRA &MAHINDRA is know for its utility vehicles ,commercial
vehicles and personal vehicles . In order to clearly differentiate the
segment in which Mahindra is Playing the company has divided all
its Product in to 3 different channels.

I . Channel 1 Personal SUV.

II .Channel 2 Prosper UV.
III. Channel 3 MIL - LCV.

CHANNEL 01-PERSONAL:- This segments categories for personal use

or family .such as XUV500, Scorpio, Quanto , Verito and Xylo are in
channel 01.

MODEL DIFFERENT VARIANTS

XUV500 W6 mHWAK

W8- mHAWK

W8/AWD-mHWAK

(top model)

Scorpio EX- M2DI CR.

LX- mHWAK.

19
 SLX- mHWAK.

VLX- mHWAK.

ZLX- mHWAK

(top model)

XYLO D2-MDI CRDe.

D4- MDI CRDe

E4-m Eagle CRDe.

E8- m Eagle
CRDe.

E9-m Eagle
CRDe.

(top model)

VERITO 1.5 D2 CRDI.

1.5 D4 - CRDI.

1.5 D4 PLAY-
CRDI.

1.5 D6-CRDI.
(top model)

QUANTO C2-

20
 C4-

C6-

C8-

CHANNEL 02 PROSPER:- This segment categorized for commercial

prosper , hard top , soft-top , pik-up, 3-wheelers in channel 02.

SOFT-TOP :- SAVARI NOT MANUFACTURING

COMMANDER

HARD TOP - BOLERO DI.

BOLERO SLE

BOLERO SLX

BOLERO ZLX(top model)

PICK-UP GENIO.

GIO.

MAXXI TRUCK.

MAXXIMO.

MAXXIMO PLUS.

BOLERO PICK-UP.

XYLO PICK-UP

21
3-WHEELERS MAHINDRA ALFA PASSENGER

ALFA PICK-UP.

CHANNEL 03 MIL:- This segment categories for LCV (light

commerctual vehicles) Mahindra & Mahindra gone in collaboration
with Interractional TRUCK Ltd.

Mahindra DI 3200.

Mahindra Load king pride load career.

Load king super CUB and chassis .

Tourister.

Ambulance.

Delivery van etc..

EXTRA UTILITY VEHICLE (XUV500)

The Mahindra XUV is a Extra utility vehicle(XUV) 500 means 5time

wao wao..(500) . product by the Indian automobile Company
Mahindra & Mahindra .and its was launched in September 2011 and
by June 2012 the xuv500 was available in 19 cities in India. Before it
was Launched it was codenamed W201

The XUV500was designed and developed at Mahindra design

and vehicle build center in Nashik and Chennai and is manufactured
in Mahindras chakan and Nashik plants in India.

22
 It is the first Monocoque chassis based Vehicle form the
company to meet the growing demand of its hot selling model
XUV500, Mahindra & Mahindra plans to Increase the monthly
productions to 5000* units by SeptOct 2012 Despite being highly
popular in India .it is less known in other countries as much as the
Mahindra Scorpio is but the XUV500 witnessed a steep rise in the
South Africa market with sales crossing 1200.units Mahindra
Xuv500 secured first place in the 2012.

Desert storm rally-one of India

thought tests for both man and machine . A part from that the
xuv500 also set three special stages ablaze by clocking the fasts
time in each. Eighteen months later, the XUV500 was born amidst
care full calibrated Hype that build-up and consequent anticipation
has translated in to 35000* XUV500 being sold in the first year and
another 14,000* buyers on a waiting list.

MODELS
The XUV500 is powered by a 2.2 liter (2179cc) mHawak turbo
diesel engine similar to the one in the Mahindra Scorpio. It develops
140bhp (104 KW , 142ps) @ 3750 rpm and torque of 330 Nm
(243lb .Et) @ 1600-2800 rpm and is mated to a new 6-speed manual
gearbox developed by Ricardo

The XUV500 is launched in two versions sharing the same engine

the we in two wheel a Drive only and the W8 which an be specified
in two-or All- wheel drive the W6 includes a 6-inch monochrome in
foot Aliments display two Airbags, ABS with electronic brake force
Distribution (EBD) Disc brakes on all wheels theW8 adds GPS
navigation ,Six Airbags A touch Screen . Electronic stability
program (EPS)with rollover mitigation hill hold and hill descent
control alloy wheels and leather up history.

In Aug 2012 Dilip chhabria Mumbai

based automobile designer of Dc Designs come out with the long
version of Mahindra XUV500.

EXPORTS
Mahindra XUV500 is also designed for International markets. The
companys had made an announcement that this hit XUV will be

23
exported to south Africa, Australia ,Chile and Italy from India as
CBU. The review in foreign countries will be different it is the Indian
version.

SPECIFICATIONS

VEHICLE DIMENSIONS.

WHEEL BASE 2700 mm

OVERALL WIDTH 1890 mm.

OVERALL LENGTH 4585 mm.

OVERALL HIGHT 4585 mm.

GROUND CLEARANCE 200 mm.

GROUND VEHICLE WEIGHT 2450 kg.

CHASSIS

The XUV future independent suspension with MCO HERSON type

with anti-roll bur to the front and multilink type with anti roll bas
to the rear.

It is fitted with 17 inch wheels with 235/ b5 Tyres and has a tuning
circle radius of 5.6m.

PERFORMANCE

The XUV500 can accelerate o-60 KMPH is 5.4 seconds and 0-100
KMPH in 12.5 seconds and reach a to p speed of 175 KMPL its fuel
economy is 15.1 km per liter (As per ARAI test) and has a 70 liter
fuel tank.

24
 MARKETING & SALES STRATEGIES
MARKETING

Marketing is the process of communicating the value of a

product or service to customers, for the purpose of selling
that product or service.

SALES

A sale is the act of selling a product or service in return

for money or other compensation, signaling completion of
the prospective stage, it is the beginning of an
engagement between customer and vendor or the
extension of that engagement.

SALES PROCESS
A sales process is a systematic and logical progression through a
series of defined steps that are reasonably expected to result in
completion of a sale . the ultimate goal of any sales process is to
secure new business for the company while establishing rapport
with the client .

If you expect to succeed in todays arena of complex sales , you

cannot engage the market place with anything less than a totally
engineered and scientific approach. It may sound a bit revolutionary
and cutting edge , but the proposition that process in sales is
necessary and beneficial, is not a new idea.

A sales process goes far to prevent trouble in business for it makes

the task easy ,hinders confusion ,saves abundance of time by giving
instructions on what, why , how, who and when for each task.

SANKALPP

25
SANKALPP is the sales process of Mahindra & Mahindra Automotive
Sector. This process aims at delivering a uniform customer
experience to all customers.

It proposes a series of tasks to be accomplished, each taking a

prospect a step closer to the sale. The task proposed by SANKALPP
are as below.

SANKALP
Smile and greet

Analyze Needs Lead to close

Need Based Demo

Key to Test Drive

Acknowledge & eliminate douts

Promise a
Relationsship

AEVONYM BASED SALES STORY

CHEETAH
26
CHEETAH INSPIRED STYLING

HIGHLY INTELLIGENT TECHNOLOGY HIGH END

GLOBAL XUV

ENTERTAINMENT ADVANCED SAFETY

EXHILARATION

CHEETAH INSPIRED STYLING

FRONT GRILLE.

DOOR HANDLE.

WHEEL ARCHES.

HIGHLY INTELLIGENT

STATIC BENDING HEADLAMPS.

INTELLIPARK.

TYRETRONICS.

VOICE COMMANDS.

ENTERTAINMENT

TOUCH SCREEN INFOTAINMENT.

FULL I-POD CONNECTIVITY.

27
EXHILARATION

mHawk ENGINE.

140 BHP, 330NM.

0-60 IN 5.4 SEC

6 SPEED MANUAL.

ALL WHEEL DRIVE.

TECHNOLOGY

GPS NAVIGATION.

FATC (FULLY AUTOMATIC TEMPERATURE CONTROL).

DIS (DRIVER INFORMATION SYSTEM).

MICRO HYBRIDE.

ADVANCED SAFETY

6 AIRBAGS.

ESP

ABS WITH EBD

HILL DESCENT AND HILL HOLD CONTROL

28
 HIGH END GLOBAL SUV

MONOCOQUE.

LOUNGE LIKE INTERIORS.

DUAL TONE LEATHER UPHOLSTERY.

MODE LIGHTING.

PRODUCT TRAINING
The product training include understanding the function and
knowing the physical location of the following parts.

ENGINE:- In the engine carefully studies the location and functions

of following parts.

1. Cylinders and cylinders head .

2. Fuel injection pump and injector.
3. Fuel filter and air filter.
4. Turbo charger and inter cooler.
5. Radiator and water pump.
6. Coolant recovery tank and the thermostat.

DRIVELINE:-

In driveline following things are located at studied.

1. Clutch.
2. Gearbox.
3. Propeller slaft.
4. Differential. Etc..

RUNNING SYSTEM:-

In this the following parts are located and studied.

1. Brakes ( both dram and disc)

2. Suspension (both independent and right)
After product training any following doubts got cleared.

29
 The basic functions of turbo charger is to provided more air at
higher pressure to the engine for better combustion . thus
improving at to power ratio and better envision.

In rigid suspension both the wheels in an axel are connected by

airgid beam or a tube . Road encountered by one wheel is partially
passed on to the other wheel-while in independent suspension ,
each wheel is mounted separately road encountered by one wheel
is absorbed by that wheel only.

MAHINDRA & MAHINDRA CORE

PURPOSCE

Indians are second to none in the world . The founders of our

nations and Mahindra & Mahindra Company passionately believed
this. We will prove than right by believing in over selves and by
making Mahindra & Mahindra Ltd. Know world wide for the quality.
Durability and reliability of its products and services.

MAHINDRA & MAHINDRA CORE

VALUES

Mahindra & Mahindra core values are influenced by our past

tempered by our present and designed to shape our future .they are
an amalgam of what we have been what we want to be.

Those values are the compass that will guide our actions, both
personal and corporate they are :-

GOOD CORPORATE CITIZEN SHIP

30
An in the past .we will continue to seek long term success that is in
alignment with our countrys needs . we will do this with out
compromising on ethical business standards.

PROFESSIONALISM

We have always sought the best people and given than the freedom
and the opportunity to grow. We will continue to do so. We will
support innovation and well- reasoned risk-taking. But will demand
performance.

QUALITY FIRST
Quality is the key to delivering value for money to our customer we
will make Quality a driving value . value inn car work in our product
and in our interactions with other .we will do it First time right

CUSTOMER FIRST

We exist and Prosper only because of our customer. We will

respond to their changing needs and expectations speedily
courteously and effectively.

DIGNITY OF THE INNDIVIDUAL

We value in individual dignity ,uphold the express disagreement and

respect the time and efforts of others. Through our actions .we
nurture fairness, trust and transparency..

31
 OBJECTIVE OF THE PROJECT
A Study carried out on sales Departments Mahindra & Mahindra
Ltd. The Primary purpose was to study sales strategy of Mahindra in
detail particularly with reference to XUV500.

To know the process of selling of different Vechicles at dealership

and the interaction with the parties to know the project the final to
conclude the business and Promotional activities that makes a
different Mahindra & Mahindra Ltd. To other and the factors
responsible for the sales growth of Mahindra & Mahindra.

The main objectives of the Intermship project carried on during

2016 are..

32
 To identify how trainee can be make more effective, understand
how sales Activities actually take place.

To build a good report with the organizational staff.

To do practical and live observation of the work place.

Studying in details the working of sales personnel in increasing

the sales.

To know how the organization promote their product.

To know how organization full-fill the want of customers by

providing financial support.

To know the documents required for financing Mahindras

vehicles.

To get aware of sales procedure followed by Mahindra &

Mahindra Ltd.

To get aware of lone procedure followed by Mahindra & Mahindra

financial services Ltd

LIMITATIONS OF THE PROJECTT

Study is limited to only the automobile sectors.
Due to time limitations a details analysis could not be
done.

Overview of Mahindra & Mahindra Ltd has been observed

that websites

33
 Different an data with each other.

Consumer behave- our of particular area has onalyzied.

Insufficient Data

Consumers were not very much aware about the product

,Even sometimes are

unable to an sawer my Questions.

Top Management was unable to support me due to time

Constraints.

RESEARCH METHEDOLOGY

THE SOURCES DATA;-

34
TO achieve the set of objectives the trainee identified certain
sources of Data, The sources invariable had to represent the true
picture of consumer behavioure . Also since the feedback is highly
subjective and sensitive the trainee had to collect primary data only
how ever the secondary data was used to the effect and was
collected from the organization brochures and from the internet
conections.

PRIMARY DATA:-

Data obtain from the first hand by the researcher is called as

primary data. In this method the trainee personally collects the data
through Interviews , Discussion and Interaction or by using the
Questionnaire (A perform containing a set of Questions ) method.

SECONDARY DATA:-

The Secondary data is readily available and compiled data from

statically statements reports etc the data can be obtained from
either published or non- published sources.

(www.mahindraautomobile.com)

(www.xuv500.com) etc..

TYPE OF STUDY:-

The conclusive research helps to make more rational decisions than

exploratory research. Conclusive research is the one that simply
describes something such as demographic charecteros who use the
services . the conclusive research requires a clear specification of
who , why , what , where, and how aspects of the research , it
requires formation of more specific hypothesis and testing through
statistical inference techniques .conclusive research studies can be
either descriptive or experimental the research which the
researcher conducted is a conclusive descriptive research.

The advantages of conclusive descriptive study are the following.

35
 1. It secures accurate description of situation in the market.
2. It has formal desiagn for study.

In this conclusive descriptive study the problem is to study the

consumer behavior for the services and gives the right answer .so
by this the researcher gets the correct data and came to the
correct finding of the problem.

SAMPLING TECHNIQUES
The tools ,which the researcher used for the research purpose
are.

QUESTIONNAIRE:(BOTH OPEN ENDED AND CLOSE ENDED)

A Questionnaire consists of list of Questions directly or Indirectly

connected with the work of investigation and contains ( or does not
contain) blank space for writing the answers. Sometimes the answer
are given on sepaeatepice of paper, the queationnaire refers to a
device for securing answer to question by using a from which the
respondent fills in himself it is used to collect primary data through
field work .the collected data is then processed and interpreted to
draw conclusions

QUESTIONNAIRE METHOD

The term questionnaire refer to a self- administered process where

by the respondent himself read without the assistance of an
interviewer Questionnaire is more structured and standardized for
getting the relevant information in the respondent to answer the
questions as he thinks right.

SAMPLE DESIGN

A sample is part of the population that we select and observe. It is

difficult to collect information about each of the population unit

36
owning to this difficulty , only a few units of population under study
are considered for analysis is called sampling method samples are
two types namely probability sampling and non probability sampling
and I have used probability sampling method for the purpose of
gathering data / Information. Probability sampling is also of four
types random sampling . systematic sampling stratified sampling
and area sampling from this four I have selected random sampling
method.

METHOD OF COLLECTION OF DATA :-

Coming to the methodology used for the purpose of the study. I

have used the primary data which have been collected for the
purpose of the study/research information and collected through
the schedule, to avoid blast of the customer behavior and the
identity was kept hidden. I have also used the secondary data i.e
published materials , advertisement ,internet and website of
organization to collect information . I have also had the opportunity
to discuss some matters with the officers of the marketing
development in APR Automobile Pvt Ltd . the data was collected on
personal interview/survey basis based on the Questionnaire
attached with the project report.

I took interview of many existiny customer whose came APR for

servicing and purchasing vehicles. Asset of Questionnaire has been
given than and to fill, same telephonic interview was also conducted
for the purpose of gathering information/ data.

SAMPLE SIZE:-

The main instrument used was the questionnaire in the research

which was distributed to the customers the sample of about 500*
customers was taken in to according in the research in different
road shows and demo activities.

LIIMIATATIONS OF THE STUDY

37
 1. Non co operation from few of the respondents.
2. Time constraint.
3. Inert attitude.
4. Lack of awareness about Automobile industry among few of
the respondent.
5. Hesitation and fear in revealing information of asked
Questions.

DEALER NETWORK IN BIHAR

Since the XUV500 was targeted at an urban client it needed a
strong distribution presence in metros and urbon areas.
Hence, the distribution channel had to focus on providing an
appealing experience for modern car buyers . In Bihar,
company has categorized three phase.

PHASE I :- In phase the dealership which is authorized for the

XUV500 is only SONALI AUTOs Located at Patna .

PHASE II :- Priyadarshi motors is categorized as the second

authorized XUV500 dealership.

PHASE III :- The company has given authorized of XUV500 to

many dealerships.

1. APR Automobiles pvt .Ltd Gaya.

2. BRAJESH Automobiles, purnia.
3. Shree R.C Enterprises , Motihari
4. Sun Shine Auto , Aurangabad

And company is planning to give authorized to many other dealers.

38
 PROSPECT GENERATION
There are 3 types of calls the should be in place in a dealership
for proper generation.

PHASE I:-

1. Cold calls
2. Follow-up calls
3. Market development calls

1. Cold calls :-
meeting a customer ,who can be a prospective buyer of a
vehicle. He has yet not show his purchase intention the
customer data may not be available at the dealership this
refers to an activity where the FSC while covering his regular
territory.

Personally meats perspective buyers who could be

a..

First time buyers.

Existing vehicle owner going for second purchase.
Replacement buyer.

Basis of cold calls

39
Based on the demography
a. Professional (e.g :- Doctor ,Engineers , etc..)
b. Income group individuals ( e.g ;- 5,00000 PA)
c. Age group etc.

Based on the potential available , an FSC physically visits Institutions etc.

1. Schools.
2. Corporate houses.
3. Poultry farms.
4. Diary forms.
5. Distributors and shopkeepers.
6. Travel agent or courier services.
7. Govt. dept
8. Transport operators. And many others.

The cold calls should be focus on the required of the vehicle specific to the
sector concerned.

FOLLOW UP CALL

Meeting a customer, who has already shown his intent to purchase

a vehicle . the customer data is available at the Dealership

FSC will fill up/ update CDIF.

As stated above, number of follow up call, will be based on visiting

on hot leads at last weekly.

HOT LEAD :- Enquiry likely to be matured within 15 days.

WARM LEADS;- Enquiry likely to be matured within 30 days.

COLD LEADS:- Enquiry likely to be matured within 60 days.

40
 MARKET DEVELOPMENT CALL

The call may lead to meeting up a party. who may not buy a vehicle
for himself, yet he can influence of vehicle in his area of influence
control.

This refers to an FSC visiting.

1. Banks.
2. NBFCS.
3. Office bearers.
4. Unions.
5. Govt. depts.
6. Opinion makers.

PHASE II :- ACTIVITY

Demo :- it is an activity through which we give information about

the product, price etc.. by explaining the point to the customer
either in door step or in dealer ship.

Road show :- it is an activity in which vehicle taken to different spot

for demo.

Lone Mela :- it is an activity done by bank or private finance to give

loon to the customer on the spot for any purpose.

PHASE III :- ADVERTISEMENT

It is the most important part of the enquiry generation through

advertisement most of the people a ware of the product. It is done
through news papers. Hoarding and media etc.. this is the most
expensive mode of generating enquiry one should optimize in order
to make the business profitable.

For e.g :- Rexten has recently launched in to the market . A

number of enquiries generated through advertisement . it include
all kind of advertisement.

41
 SWOT ANALYSIS

STRENGTH.

Brand and Trust.

Consistent performance.

Rich expertise.

Strong sales team.

Good service.

WEAKNESS.

Delay in production.

42
No so aggressive.

Logistic problem.

OPPORTUNITY.

Increasing customer inn Automobile sector.

Improving infrastructure.

Increasing penetration innovation.

THREATS.

New entries.

Stiff competition.

Pressure on cost reduction

WITH YOU
6006 is an Initiative taken by Mahindra for becoming a customer
contered organization by improving overall customer satisfaction.

6 0 0 6

This means we will understand customer concern in 6 minutes and

resolve the same within 60 minutes, 6 hours , 6 days or 6 weeks
based on the complan city

Where dose this principle apply !

The 6006 principle apples at every area where customer is in
contact with us are expects us to deliver E.g :- feedback / query

43
/concern/ call-reciver on 1800-22-6006(toll free-24 hrs national call
centre) .

Measure for achievement of 6006 initiative !

For measuring the extent to which this initiative is successful we
consider right evdaar delight in day (RDI) which is calculated as
follows,

( D-C) 100

RDI= R

Where :-

D is a delight customer valued at 200 points.

C is a concern valued at 100 points.

R is a rishtedaar data for last 05 years.

DATA ANALYSIS AND INNTERPRETATION

1. Are you getting total value of the money !

Big value 20

Total value 58

44
 Some what value 15

Nothing 07

Sales

big value
total value
some what value
nothing

Interpretation :- The total value of the XUV500 is most

because it fulfills all the expectiation of customers and available in
affordable price.

02 . The price of the XUV500 !

Very costly
10

Costly
20

Reasonable

45
 70

Sales

very costly
costly
reasonable
4th Qtr

Interpretation :- The cost of the XUV500 is not so costly. Its price

is very reasonable according to its use.

03, How do you get to know about

XUV500 !

46
 Advertising
50

Friend
15

News paper
10

other
25

Sales

advertising
frieends
news paper
other

Interpretation :- Mainly people got to know about xuv500 from

the advertisement, so the company should increase the other
midia to increase the promotion.

47
 04. Mode of Purchase !

Cash
10

Credit
90

Sales

cash
credit

Interpretation :- this graph represents that many people are

buying XUV500 on credit basis because of not availability of huge
amounts.

48
 05, How much are you satisfied with
XUV500!

Highly
35

Satisfied
59

Highly dissatisfied
01

Dissatisfied
05

49
 Sales

highly satisfied
satisfied
highly dissatisfied
dissatisfied

Inter pretation :- mostly people are satisfied with XUV500 due

to its affordable cost and its features which match customers
specifications .

50
 LEARNINGS

1. It is a great to gain an insight about various activities that has taken opportunity place
in an automobile sector.
2. About Mahindra and Mahindra Ltd. sales strategy and their promotional activities.
3. What kind of personal segments are provided by Mahindra and Mahindra Ltd.
4. It was a great opportunity to In proved the personal skills and communication skills.

51
 CONCLUSION AND RECOMMENDATIONS
Thus at the and I would like to conclude this internship project
report by saying that it was an interesting and Enriching experience
of my life . I hope it nterests my readers too, I have tried to cover a
study ohm Mahindra & Mahindra group. Its SUV XUV500. After
studing the features of Mahindra XUV500 and comparing it with
other sport vehicle like that safari , Fourtuner etc and attending to
the customers Grievencces and complainnt I would recommend
Mahindra and Mahindra .

Designing should be a bit smarter .interior needs to be

improved more comfort needs to be improved .more comfort level
product and accessories need to be introduced. As sound system
provided by the company is not up to the mark , it need to be
improved.

The engine is quite heavy ,hence it is noisy, noise control

mechanisms should be introduced.

After sales service needs to be improved its serviceman are not

to efficient.

Clutch and horn pad are very hard .

Brakes need to be improved hand breaks are not much effective.

Ac ducts for back seats are located at foot level so passengers

get freezing knees they need to be positional property.

Lack of air bags needs to bee checked.

52
 BIBLIOGRAPHY

Books :-
Sales and marketing management
Sales and marketing research.

News Paper :-
The Hindustan times
Economic Times
Business standard

Magazines:-
Business world
Auto card
Websites :-
www.mahindraxuv.com
www.mahindra.com

53
54
 ANNEXURE QUESTIONNAIRE

01. Are you getting total value of the money?

Big Value

Total Value

Somewhat Value

Nothing

02. The price level of XUV500?

Very Costly
Costly
Reasonable
03. How do you get to know about XUV500?
Advertising
Friend
Newspaper
Other
04. Mode of Purchase?
Cash
Credit
05. How much are you satisfied with XUV500?
Highly
Satisfied
Highly Satisfied
Dissatisfied

55
 ANNEXURES
QUOTATION FORM

If the customer finance from bank/ privet finance(like Sri ram ,

Mahindra etc..). than the showroom hand over the Quotation form.

Like that ;- customer full details ,ex our showroom price ,

specification(model0 etc

56
Autorised signatory (SSC, FSC), under line the made in Favour of
organization name.

CDIF (customer data inquiry form)

CDIF full form is customer data inquiry form. If meet the customer
than fill up the CDIF form . it easy for customer data collecting ,

Such as, customer full details , inquiry source , date of inquiry , fund
source etc

So you can also watch in image.

57
 TEST DRIVE FEEDBACK FORM

If customer take the test drive . than fill up the feedback form .

Such as, rout, date , time spent , model used. Etc..and

customer feedback

58
 PHOTOS / PICTURES

PUT VECHICLE IN THE SHOWROOM PHOTOGRAF

All Vechicle in showroom such as XUV500, Xylo , scorpio , bolero ,

Quanto ,and verito etc. they are all top models in the photo graf.

SALES TRANSACTION AREY

All brand sales T.l/ SSC seat here discurse with customers about
product. Like that finance , about of product etc

59
XUV500 lounge

One lounge maiden only for XUV500.

Because XUV500 is the top model car in

Mahindra & Mahindra ltd .XUV T.L and S.S.C discuss with XUV
customer in this lounge.

60
 XUV 500

Mahindra & Mahindra all product kept here on normal place but
XUV500 put on the spaical mat on the show room .

So you con watch in photograph.

61
 CHAMBER OF SALES MANAGER

Any problem solved and provide the guidelines for sales tim. And
all sales data send to GM

EXCHANGE MANAGER

Sell your pre-woned car at the best price , than the APR Automobile
tieup by Mahindra X-mart Mahindra first choice(I like that service all
multi brand car exchange here and upgrade your old for a new one)

62
 You can watch on this photograph.

BACK OFFICE

In back office vchicle related all paper done here such as, sale
invoice ,incurrence service book etc

You can also watch on photograph.

63
 Cash counter

In this counter collect the amount like that booking money , D O ,

DD , Margin money , work shop bill amount etc .

You can also watch in photo-graf.

64
 ACCOUNTS DIPARTMENT
In this chamber all amount collect here . any expansion data kept
here . you can watch in photograph .

65
 SERVISE MANAGER

On delivery time he meet the customer and introduce with customer

.he ask the customer any problem after delivery the cars than you
can contacted me .

You con also watch in photo graf.

66
 SALES MASTER PROVIDED BY THE MAHINDRA & MAHINDRA

He is looking only commercial vehicle like that BMT, Pickup , Alfa ,

Gio , of Mahindra company.

CONFORENCE ROOM

67
In conference room daliy morning meting with SSC FSC TL sales
manager and monthly meting all sales team with MD and project /
training discuss here .

So you can also watch in photo graf make the project riport.

CONCLUSION OF APR Automobiles PVT LTD.

APR Automobile PVT LTD is the best Mahindra & Mahindra show
room in the Bihar. And APR infrastructure is the best infrastructure
in all over bihar.

68